![]() However, with the increase in price often comes an increase in quality, so the price can often be considered an investment in the long run. But a few years from now - we will see greater traceability, greater transparency and hopefully a greater recognition of fibre choice and material impact.The best cycling clothing brands can be expensive, so when trying to find the best cycling jerseys or the best winter cycling gloves for you, it's easy to get put off and take a risk on the more affordable brands. So 10 years from now? That’s hard to answer. We see so many 2030 goals being made but we see these being pivoted as many goals are being reached before 2030. But it has always been at the core of what we do - engaging with woolgrowers to find better land management solutions, engaging with the supply chain to innovate cleaner processes and engaging with brands, retailers and consumers such as via our latest campaign. “Some brands are transitioning faster than others. “Our sustainability pillars provide a framework to help enable all stages of the wool supply chain achieve their ethical goals and help our industry deliver positive outcomes for people, planet and prosperity.” And although sustainability has been a topic of discussion for too long, lately it has been truly accelerated by the Covid pandemic. To The Woolmark Company, collaboration is crucial especially on their sustainability journey and they recognise it is one that is constantly evolving. The expanse of the pool in the landscape was VFX built from still images and CGI, and the moment of clothing transition was painstaking CHI and plates of the cast, captured clean and then captured covered in the oil.” The imagery you see of people swimming and emerging from the oil are entirely in camera, practical effects. We then filmed the remaining live action in a purpose-built oil tank in a studio. “This way we knew precisely how the lighting and backgrounds would look. In terms of filming, Adam says that it started with the rural landscapes and the backplates. “Harmless on skin and planet, but very sticky and cold, which became a challenge for the actors who swam in it to deal with,” jokes Adam Booth, managing partner and EP at Park Village. Did people actually swim in crude oil? The special effects team MXFX actually built a custom six by six-metre pool that got filled with 36,000 litres of bio-based fake oil, created from a mixture of water, food thickener and edible children’s paint. When looking at the film itself one can’t help but ask how the visuals were achieved. By including the material in their purchase journey, shoppers are investing in their wardrobe and the future of the planet.” Not to mention that it’s biodegradable and won’t affect the planet by shedding microplastics like synthetic fibres do. ![]() ![]() Wool also needs less washing and can be washed at lower temperatures. It’s about buying less but buying better. We want to change the attitude of consumers from fast fashion, from buying what’s there now for the best price, to future-facing – something that will stand the test of time. ![]() While you might spend less in the shops, over time the cost will rack up. This remains fact, but Anisha explains that although synthetic clothing is the cheaper option, “what most people don’t consider at the point of purchase is the fact that the lifespan of these clothes is much less. A lot of customers are now becoming aware of the negative effects fast fashion has on the planet, however still a large portion of them don’t have the means to carry a sustainable lifestyle, as a lot of natural fabrics are more expensive to obtain. ![]()
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